Centre Number

Candidate Number

Name

UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS International General Certificate of Secondary Education TRAVEL AND TOURISM Paper 2 Specimen paper for examination from 2007 2 hours and 30 minutes
Candidates answer on the Question Paper. No Additional Materials are required.

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READ THESE INSTRUCTIONS FIRST Write your Centre number, candidate number and name on all the work you hand in. Write in dark blue or black pen. You may use a soft pencil for any diagrams, graphs, music or rough working. Do not use staples, paper clips, highlighters, glue or correction fluid. Answer all questions. At the end of the examination, fasten all your work securely together. The number of marks is given in brackets [ ] at the end of each question or part question.

This document consists of 12 printed pages.

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2 Question 1 From a recent investigation of its tourism provision, Pushkin City Administration in Russia has published a 10-year tourism strategy. One of the main objectives of this strategy is to develop an advertising campaign for Pushkin. (a) Give two reasons why advertising tourist facilities within the city is important. Reason 1

For Examiner's Use

Reason 2 [2]

(b) WTO (World Tourism Organisation) statistics show that Russia currently generates only 1.5% of world tourism. (i) Consumer spending and employment figures are used to help calculate the contribution of tourism to a countrys economy. Identify the type of research data used in these calculations. [1] (ii) Give two examples of how Pushkin could identify its competitors. Example 1

Example 2 [2]

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3 (c) Pushkin City Administration used a full situation analysis to identify strengths, weaknesses, opportunities and threats within its tourism provision, as in the statements below. A B C D E F G H Pushkins closeness to St Petersburg makes it a destination more suited to day visits than an overnight stay. The University has the potential to be a centre of expertise and research for the Russian Tourism industry. World-class palaces, parks and architecture exist. Most signs and printed materials are in Russian, causing language barriers for international visitors. Not all shops in the city accept credit cards. The existing calendar of events needs extending to include off-peak attractions. Proximity to St Petersburgs Pulkovo airport with good public transport links. Political / economic situation may discourage visitors from abroad.

For Examiner's Use

Place the letter of each statement under the correct heading within the table below. Strengths Weaknesses

Opportunities

Threats

[8]

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4 (d) The political, economic, social and technological influences on the tourist industry in Pushkin have also been published. A B C D Tourism Information Systems are being updated in Pushkin to include computerised reservation systems. Group Tours, which make up 60% of all visitors, spend on average 2 hours in the city. Federal approval of the 10-year strategy has been given. The media has created an image of crime and poverty within Russia.
For Examiner's Use

(i) Which of these statements shows a negative social influence? [1] (ii) Which statement shows a positive technological influence? [1] (iii) Which statement shows a positive political influence? [1] (iv) Which statement shows a negative economic influence? [1] (e) The Pushkin 10-year strategy has been described as product-led, rather than marketfocused. Explain the difference between these marketing models, with reference to tourism provision in Pushkin.

[8]

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5 Question 2 (a) (i) Give two examples of demographic segmentation commonly used by Travel and Tourism providers to identify specific target markets.

For Examiner's Use

Example 1 Example 2 [2]

(ii) Describe how socio-economic characteristics may be used to target specific travel and tourism customers.

[2] (iii) Define the term psychographic segmentation.

[1]

(b) Low-cost budget airlines are gaining in popularity over short-haul scheduled airlines, according to the results of a recent survey. (i) Identify two features of the product offered by a low-cost budget airline.

[2] (ii) At which stage of the product life cycle would you place low-cost budget airlines? Give a reason for your choice. Stage Reason [2]

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6 (c) Describe the types of customer attracted by budget airlines.

For Examiner's Use

[4]

(d) Explain how low-cost budget airlines have used a range of distribution channels to reach a wider target market.

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7 (e) Explain how low-cost budget airlines use branding to gain market share.

For Examiner's Use

[6]

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8 Question 3 Advertising is an important part of the marketing process for travel and tourism providers. (a) Put the following stages of an advertising campaign into the correct sequence. Implementation Research Preparation Planning Evaluation

For Examiner's Use

1. 2. 3. 4. 5. [5]

(b) (i) Which stage would involve finding out about customers buying habits and competitors activities? [1] (ii) Which stage would include choosing promotional methods and media, as well as setting the advertising budget? [1] (iii) Give two purposes of the evaluation stage. Purpose 1 Purpose 2 [2]

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9 (c) Describe how a travel and tourism provider uses the AIDA principle to create effective promotional materials.

For Examiner's Use

[4]

(d) Explain the advantage of public relations as a promotional tool for Tour Operators.

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10 (e) Assess the costs and benefits of direct marketing as a method of promotion for a hotel chain.

For Examiner's Use

[6]

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11 Question 4 In recent years, acts of international terrorism have affected tourism trends worldwide. Before the Autumn 2002 bombing, Bali was a popular island destination attracting large numbers of UK and Australasian tourists. The World Travel Market responded to the terrorist attack on Bali by publishing a special report in November 2002 on the destination and proposed changes to the pricing policies used for its travel and tourism products. (a) Identify factors about Balis location that contribute to its popularity as a tourist destination.

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[6] (b) (i) Identify the pricing policy that tour operators were using in Bali prior to the incident in 2002. [1] (ii) Give two reasons for your choice. Reason 1

Reason 2 [2] (c) (i) Choose two alternative pricing policies that tour operators might consider to overcome tourists initial reaction to stay away from destinations following such attacks. Choice 1 Choice 2 [2]

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12 (ii) Describe the short-term objectives that would lead tour operators to change to your chosen pricing policies.
For Examiner's Use

[6] (iii) Explain the long-term impact that pricing policies may have on supply and demand for the tourism product in Bali.

[8]

Permission to reproduce items where third-party owned material protected by copyright is included has been sought and cleared where possible. Every reasonable effort has been made by the publisher (UCLES) to trace copyright holders, but if any items requiring clearance have unwittingly been included, the publisher will be pleased to make amends at the earliest possible opportunity. University of Cambridge International Examinations is part of the University of Cambridge Local Examinations Syndicate (UCLES), which is itself a department of the University of Cambridge.

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